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Periodic Table of SEO Factors. What it is About and How to Use it to Improve Your Website?


Specialists of the edition of Search Engine Land prepared a similarity to the Mendeleev table - “Periodic table of ranking factors” in 2011.

The main goal is to help webmasters in checking or preparing their site for search engine promotion. The elements of the table are a kind of check-list, thanks to which you can identify shortcomings in your resource and build the right course to improve the project.

Table of contents

The table includes three groups and seven categories of factors. Total 39 factors - from content to social activity.

The name of the factor consists of two letters, which indicated the name of the subcategory or factor itself.

Negative factors are included in Toxins.

Weight factors needed for comparison. Pay attention to factors with a weight of +3 and avoid negative weight factors (–3 is worse than –2).

Emerging verticals are emerging factors which matters in 2019.

The table is divided into 2 categories:

Internal factors (on-page) - they are directly influenced by the webmasters themselves. These are factors that depend on the quality of the pages themselves.

1. Content - the content of the site:
Qu - How quality is the content on the page?
Rs - Have you researched keywords that people can use to find your content?
Kw - Does the page use the words or phrases most frequently searched by users?
Fr - Do the pages contain fresh content, the latest news, hot topics?
Mm - Multimedia. Search results often include images, news, videos and local results from industry-specific search engines. Therefore, industry search may be an important ranking factor.
An - Direct answers. Nowadays, it is common practice for search engines to show direct answers taken from web pages. If the page is selected by the search engine as a direct response, it speaks of its trust. In addition, choosing a page as a source of response can also bring it more traffic.
Dt - Does the content on the page contain unuseful information? Does it benefit the users or not?

2. Architecture - the elements necessary for the proper functioning of the site:
Cr - Does the search robot easily find the site pages?
Dd - Does the site contain duplicate content?
Mo - Is the site adapted for mobile devices?
Sp - Does the site load quickly? Optimally 3-5 seconds.
Ur - Do the URLs match the pages?
Ps - Does the site use the httpss protocol for secure connections to protect users?

3. HTML - the technical elements used in the description of the pages of the site.
Tt - Does the title include keywords relevant to the content of the page?
Ds - Is the description relevant to the content of the page?
St - Is structured data used on site pages?
Hd - Are relevant keywords used in headings and subheadings?
Am - Is mobile page built for speed?

4. Trust - it is an indicator that the site is an authoritative source.
Au - Does the site contain links to reputable resources?
En - How much time do visitors spend on the site? What is the bounce rate?
Re - How old is the domain?

5. Links - links can change the position of the site in the issuance (this applies mainly to Google search engine).
Va - Does the site have links to/from reputable sites?
Ac - Does the link text contain keywords relevant to the page content?
Ba - How many inbound links are created to the site and what is their quality?

6. User - are factors influenced by users and their experience.
Co - Country of the user.
Lo - City, district in which the user is located.
Hs - Does the site have a regular audience, unique users?
In - Is the website recommended by users to their friends?
Ux - What experience have users on your site?

Cloaking - Search engines and users see the same page?
Schemes - Does the site have links purchased from non-thematic sites or used black SEO?
Sf (stuffing) - The density of keywords on the page.
Hiding - Is hidden content used on the page?
Ar (piracy) - Problems placing pirated or illegal content.
Iv (intrusive) - Does the site contain reference spam, and also is posted on irrelevant blogs, forums?

Emerging Verticals
Voice - Alexa, Google, Bixby
Local - Listing, reviews, maps, directories
Img (image) - images which are shown in SERP
Video - relevant video content


All factors are important, but those marked with number 3 are of the greatest significance. Working with only one factor does not guarantee to get into the top, but taking into account several elements at once, you increase your chances of success.


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